Huge attendance at the Plaza del Callao. Miravia, the Spanish platform specialising in beauty and fashion products and official e-commerce services sponsor of the Paris 2024 Olympic Games, carried out a spectacular activation in the centre of Madrid at the end of June, with the participation of Callao City Lights.

The public could see themselves on the giant screen in Callao ‘With their heads held high’ (like their favourite athletes), the slogan of this action, after having their photo taken at a photocall located in the centre of the square. To appear on the screen, all you had to do was download the Miravia app, like one of the brands available on the app and follow the platform on Instagram.

The participants, who were able to go through a make-up set before posing for the camera, received a bag with product samples and discounts to buy at Miravia at the exit.

A breakdance show

The activation, managed by OMD, also included a breakdance show, a new discipline included this year in the Paris Olympic Games, performed by several Spanish athletes who are experts in this speciality, with Juan de la Torre ‘Xak’, Miravia’s ambassador for the #CabezaBienAlta campaign, and his partner Ana Ortega ‘Furia’, as the protagonists. Both were accompanied by several dancers from the breakdance club ‘La Unidad’, a DJ and a graffiti artist who created a colourful still life with the name of Miravia.

In addition, as part of this action, the brand also launched a competition on social networks to enter a draw for two tickets to attend the opening ceremony of the Olympic Games in Paris on 26 July and one of the sporting events included in the competition.